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LIGHTING 


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Business  Development 


LIGHTING 

GENERAL  OUTLINE 


GUIDE  BOOK  II  -  CHAPTER  1 

ISSUED  APRIL,  1922 


HKhsity 

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* IUmis  lib/uh? 

?  0  1922 


HEADQUARTERS 

JOINT  COMMITTEE  FOR  BUSINESS  DEVELOPMENT 
29  WEST  39th  STREET 
NEW  YORK  CITY 


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INTRODUCTION 


LIGHTING  has  been  selected  as  one  of  the  special  activities 
sponsored  by  the  Joint  Committee  for  Business  Develop¬ 
ment  because 

i .  it  has  a  greater  potential  usefulness  to  the  customer  than 
many  other  forms  of  electrical  service. 

2.  It  represents  a  larger  part  of  the  business  of  the  various 
local  branches  of  the  industry.  For  example,  investi¬ 
gation  has  shown  it  to  be  59%  of  the  central  station’s 
revenue,  66%  of  the  jobber’s  sales,  and  68%  of  the 
dealer’s  sales,  and 

3 .  it  has  a  very  definite  influence  on  each  of  the  four  general 
groups  to  be  reached -by  this  movement  namely,  homes, 
stores  and  offices,  factories  and  streets. 

But  specializing  on  lighting  in  a  general  way  will  not  accom¬ 
plish  results,  and  the  activity  on  lighting  must  be  separated  into 
the  several  lighting  fields,  any  of  which  may  profitably  be  made 
the  subject  of  intensive  development  work. 

Adopt  Specific  Activities 

For  example,  in  the  Home  Field,  lighting  finds  a  greater  use¬ 
fulness  as  a  decorative  medium  and  as  a  means  for  extending  or 
reinforcing  daylight.  In  the  Commercial  Field,  it  is  an  aid  to  the 
vision  of  those  who  work  in  offices  and  a  valuable  help  to  the 
merchant  in  his  problems  of  selling.  As  a  means  of  lowering  the 
unit  cost  of  production  it  is  a  factor  of  importance  in  the  Industrial 


Field.  The  use  of  light  to  lessen  crime  and  accidents  in  our 
streets  makes  it  to  this  extent  a  municipal  activity;  nor  can  we 
overlook  the  advantages  of  its  proper  use  in  the  schoolroom  to 
conserve  and  protect  the  eyes  of  our  children.  Lighting  becomes 
an  advertising  medium  as  it  is  used  to  spell  enterprise  for  cities  and 
towns  in  electric  signs,  illuminated  billboards,  floodlighting,  etc. 

Suggestions  Rather  Than  Definite  Program 
The  following  activities  are  suggested  for  the  consideration  of 
those  interested.  Not  all  of  them  will  apply  in  any  one  com¬ 
munity,  but  the  majority  may  be  so  adapted  as  to  be  timely  in 
all.  From  these  suggestions  the  local  committee  may  select  those 
lighting  activities  which  seem  most  suitable  for  local  development 
work . 

Experience  Not  Theory 

It  has  been  the  thought  of  the  committee  to  avoid  all  theory, 
and  present  in  concise  form  the  experience  of  communities  such 
as  Milwaukee,  Cleveland,  San  Francisco,  Denver,  etc.,  in  the 
operation  of  activities  similar  to  those  suggested.  Additional 
information  in  regard  to  the  operation  of  any  activity  may  be 
obtained  upon  request  from  the  Director  of  Development,  Joint 
Committee  for  Business  Development,  29  jWest  39th  Street, 
New  York  City. 


r 


LIGHTING  INFORMATION  BUREAU 


rT‘lHERE  may  be  set  up  in  some  convenient  place  in  town  a  lighting 
x  information  bureau  where  anyone  interested  can  get  unprejudiced 
advice  on  any  type  of  lighting.  A  service  of  this  nature,  embracing 
the  home,  commercial,  and  industrial  lighting  fields  when  offered 
through  the  newspapers  and  other  advertising  mediums  will  be  par¬ 
ticularly  well  received  by  building  contractors,  architects,  home  build' 
ers,  etc.,  who  will  appreciate  impartial,  expert  advice  of  this  nature 
without  having  to  have  the  sale  of  equipment  made  a  part  of  it. 

At  Milwaukee  a  suite  of  offices  has  been  leased  in  a  down-town 
office  building  where  a  staff  of  experts  is  available  at  all  times  to  take 
care  of  lighting  problems.  An  office  assistant  has  been  trained  to 


take  care  of  the  simpler  problems  which  come  over  the  telephone. 
In  Cleveland  such  a  bureau  has  been  established  in  the  headquarters 
of  the  Electrical  League  at  the  Hotel  Statler,  where  a  considerable 
amount  of  this  service  has  already  been  given  to  contractors  and 
home-builders. 

Through  its  nearest  local  representative,  the  Illuminating  Engi¬ 
neering  Society  should  be  called  upon  for  assistance  in  the  organiza¬ 
tion  of  this  Bureau,  and  some  member  of  the  society  may  well  be 
made  a  member  of  the  committee  in  charge  of  this  particular  activity. 


83,109  People  Visited  the  Cleveland  Electrical  Homes 


ELECTRICAL  HOMES 


OEVERAL  Electrical  Homes  may  be  opened  with  the  thought  ol 
emphasizing  the  demonstration  of  artistic  Home  Lighting  in  the 
various  rooms.  In  Cleveland  the  Electrical  Homes  were  financed  by 
a  local  builder  who  put  up  the  houses  in  accordance  with  the  elec¬ 
trical  specifications  furnished  to  him,  in  return  for  which  he  was  per¬ 
mitted  to  benefit  by  the  relatively  large  volume  of  advertising  carried 
on.  The  wiring  was  done  at  cost  by  the  Residence  Wiring  Contractors’ 
Association  of  Cleveland. 

The  lighting  and  lighting  fixtures  were  specified  by  a  committee 
consisting  of  representatives  of  the  Illuminating  Engineering  Society, 
the  Local  Fixture  Dealers’  Club,  the  Fixture  Manufacturers,  and  other 
interests.  The  fixtures  were  furnished  at  cost  through  the  Fixture 
Dealers’  Club. 


In  Milwaukee  suitably  located  houses  were  selected  which  had 
already  been  partially  completed  and  in  which  the  wiring  was  installed 
by  the  builder  to  comply  with  the  specifications  agreed  upon.  In 
Denver  a  non-profit  corporation  was  formed  in  which  sufficient  stock 
was  sold  to  the  Electrical,  Furniture  and  Building  Industries  locally 
to  finance  the  building  and  sale  of  the  house.  The  house  was  finally 
sold  at  auction,  and  the  profit  realized  was  distributed  in  the  nature 
of  a  rebate  to  the  members  of  the  corporation. 

Manufacturers  and  dealers,  handling  any  of  the  articles  selected 
for  exhibition  in  the  homes,  were  restricted  to  the  extent  that  they 
could  not  advertise  their  article  to  the  obvious  injury  of  other  manu¬ 
facturers  and  dealers.  Appliances  were  selected  by  lot. 

In  order  to  prevent  the  furniture  and  decorations  from  becoming 
the  principle  feature  of  the  home  it  was  found  most  essential  to  placard 
the  lighting  in  each  room  in  order  to  call  attention  of  the  visiting 
public  to  it.  Some  individual  well  ’ trained  in  home  lighting  should  be 
stationed  in  the  reception  hall  or  living  room  to  meet  the  visitors  as 
they  enter  and  explain  the  advantages  of  good  home  lighting  as 
shown.  Well  trained  demonstrators  are  needed  in  every  room  to 
properly  explain  the  electrical  features  of  the  home.  On  the  open¬ 
ing  day  the  members  of  the  Executive  Committee  should  take  part 
as  demonstrators  in  order  that  they  may  learn  the  needs  of  the  public 
and  be  able  to  give  suitable  instructions  to  the  regular  demonstrators. 
This  is  highly  important. 

In  Cleveland  a  very  valuable  survey  and  prospect  list  was 
obtained  by  offering  a  small  electrical  appliance  daily  to  a  holder  of 
a  lucky  number  which  corresponded  with  a  number  on  a  survey  card 
that  each  visitor  to  the  Electrical  Home  was  given  an  opportunity  to 
fill  out.  This  card  obtained  the  following  information:  Name, 
address  and  telephone  number  of  the  visitor;  whether  the  vistor’s 
home  was  owned,  whether  it  was  wired,  whether  the  visitor  planned 
building;  the  number  of  rooms  in  his  home  and  how  many  conven¬ 
ience  outlets  there  were,  and  which  of  the  major  electrical  appliances 
the  visitor  already  owned. 

Experience  has  shown  the  necessity  of  making  special  prepara¬ 
tion  to  insure  the  giving  of  suitable  information  on  home  lighting  to 
the  public.  In  the  general  advertising  of  these  electrical  homes  a 


campaign  on  the  re-glassing  or  re-fixturing  of  homes  may  be 
actively  waged.  Each  room  in  the  home  may  be  taken  up  in 
order  and  the  lighting  discussed  from  the  standpoint  of  providing 
a  good  definition  of  proper  lighting  for  that  room  together  with 
concrete  suggestions  for  improvements  that  may  be  made  by 
changing  over  old  or  substituting  new  equipment.  At  the  same 
time  a  campaign  may  be  started  to  renters  on  lighting  fixtures 
that  are  portable,  such  as  floor  and  table  lamps,  and  such  fixtures 
as  may  be  attached  to  bedroom  furniture,  etc. 

As  a  result  of  the  Electrical  Home  activity  in  Cleveland  one 
dealer  has  made  arrangements  with  one  or  more  building  con¬ 
tractors  to  electrify  on  a  contract  basis  each  home  erected. 


President  of  Cleveland 
Federation  of  Women’s 
Clubs,  Raising  Flag  at 
Opening  of  Electrical 
Flome 


The  Most  Popular  Girl 
in  Cleveland  Fligh 
Shools,  Christening 
Electrical  Home 


60  L6  '°^ 


9709 


Electric  Range . 


j)o  you  own  home . 

Is  house  wired .  . Electric  Dish 

Do  you  pl«»  iuildin0 


to  following 


home. 


How  many  rooms  J 
How  many  convenience 

board  outlets  in  your  kome 


Electric  Refriycrato 

•  rinthcs  \Vashi  *  ■ 
Electric  Clothes 


hase- 


Flectric  Irouer . 

^Electric  Sewing 


Electric  Vacuum 


Cleaner .. 


Survey  Card  Used  to  Obtain  a 
Prospect  List.  Holder  of  Lucky 
Number  Given  an  Electrical 
Appliance  Prize 


Completely  Equipped  Room  Used  for  Lighting  Demonstrations 


LIGHTING  DEMONSTRATION 

DEMONSTRATIONS  of  store,  office,  and  industrial  lighting 
may  be  used  to  educate  the  public  on  the  difference  between 
good  and  bad  practice,  and  on  the  advantages  of  the  former. 
Lighting  is  a  very  intangible  thing  to  talk  about  without  some 
sort  of  a  demonstration,  and  experience  in  a  large  number  of 
cities  has  shown  that  with  a  suitable  demonstration,  “seeing  is 
believing.’’  Plans  on  installing  and  operating  small,  medium 
and  large  size  lighting  exhibits  can  be  obtained. 

The  first  demonstration  should  be  given  to  the  local  members 
of  the  electrical  industry  itself  in  order  that  every  electrical  man 
may  be  sufficiently  well  informed  to  discuss  the  matter  with  others. 


The  second  demonstration  should  be  presented  before  a  group 
made  up  of  from  two  to  five  representatives  of  each  of  the  various 
local  organizations  such  as  the  Chamber  of  Commerce,  Rotary 
Club,  Office  Managers’  Association,  Merchants’  Association,  etc. 

The  members  of  these  committees  can  then  be  made  to  serve 
as  points  of  contact  with  their  own  organization  in  arranging  for 
a  demonstration  to  be  given  to  that  organization  some  time  in  the 
near  future.  After  this  program  has  been  completed  with  all  the 
organizations  and  several  general  open  meetings  held,  the  demon¬ 
stration  may  be  used  by  electrical  contractors,  etc.,  for  their 
individual  customers  and  friends. 

A  record  should  be  kept  of  the  attendance  at  each  meeting 
showing  the  name  of  the  individual  and  the  business  connection 
and  an  opportunity  may  be  given  to  those  who  attend  the  demon¬ 
stration  to  get  unprejudiced  advice  on  their  lighting  through  the 
lighting  information  bureau  previously  described. 


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il 


An  Illumination  Class  in  Action 


EDUCATIONAL  COURSES 


NIGHT  classes  in  illumination  may  be  inaugurated  at  Y.  M. 

C.  A.’s,  high  schools,  colleges,  etc.  All  employees  of 
Electrical  organizations  should  be  urged  to  attend  a  course,  either 
of  these  mentioned  above  or  else  one  which  is  organized  particularly 
for  them,  in  order  that  they  as  a  point  of  contact  with  the  general 
public  may  be  better  qualified  to  give  real  service  and  to  talk  light¬ 
ing  intelligently  to  customers  and  friends.  The  lighting  demon¬ 
strations  described  in  section  3  may  well  be  made  a  part  of  these 
courses. 

A  very  practical  comprehensive  course  is  at  present  available 
from  the  Educational  Committee  of  the  N.  E.  L.  A.  and  arrange¬ 
ments  are  now  being  made  by  the  Illuminating  Engineering 
Society  whereby  this  organization  hopes  to  have  a  series  of  lessons 
available  in  the  very  near  future. 

This  feature  has  met  with  very  good  success  both  in  Milwaukee 
and  in  Cleveland.  The  committee  in  charge  of  this  activity  should 
include  a  college  professor  or  high  school  teacher,  a  representative 


of  the  Illuminating  Engineering  Society,  a  local  representative  of 
the  N.  E.  L.  A.,  and  any  other  men  who  may  for  one  reason  or 
another  be  particularly  well  fitted  for  work  of  this  kind. 


Learning  to  Lay  Out  Lighting 


WINDOW  DISPLAYS  ON  LIGHTING 


ARRANGEMENTS  may  be  made  with  large  stores  to  show 
attractive  home  settings,  demonstrating  the  decorative  pos¬ 
sibilities  of  good  lighting.  Where  double  windows  are  available 
a  duplex  setting  should  be  used  indicating  the  advantage  of  a  ten- 
foot  candle  intensity  of  good  lighting  as  a  decorative  medium  in 
the  home  compared  with  a  two-foot  candle  intensity  of  ordinary 
poor  lighting. 

In  Milwaukee  department  stores  were  very  glad  to  co-operate 
in  ^work  of  this  kind  and  some  very  attractive  home-lighting  win¬ 
dows  were  featured. 

Other  window  displays  may  be  made  showing  the  story  of  the 
development  of  artificial  lighting  from  the  prehistoric  days  of  the 
torch  down  to  the  latest  development  in  Mazda  lamps. 


Group  of  Forty-eight  Prize  Essay  Winners 


PRIZE  ESSAYS 


BY  arrangement  with  a  local  newspaper  a  series  of  lessons  or 
articles  on  good  lighting  and  its  applications  may  be  published 
and  prizes  offered  to  high  school  or  grammar  school  students  for 
the  best  essay  handed  in  based  on  the  material  published. 

Such  a  scholarship  contest  appeared  recently  in  connection 
with  the  Cleveland  Plain  Dealer,  in  which  3,690  boys  and  girls 
were  enrolled.  The  space  given  by  the  Plain  Dealer  was  worth 
$13,000,  and  175,000  copies  of  each  lesson  were  distributed.  The 
lessons  were  reprinted  in  booklet  form  and  430  copies  of  this 
booklet  are  now  being  used  in  the  classes  of  the  Cleveland  public 
schools. 

The  co-operation  of  the  local  Board  of  Education  will  be  found 
of  considerable  value  in  a  proposition  of  this  kind. 


EXHIBIT  BOOTHS 


LIGHTING  exhibit  booths  may  be  built  in  the  Central  Station 
offices  where  bills  are  paid,  in  department  stores  and  other 
places  where  crowds  assemble,  to  demonstrate  month  by  month 
various  types  of  new  fixtures  employing  the  Mazda  C  lamps  for 
better  home  lighting. 

«' 


AAnbrigliE  light 
near  the  line  of  vision 


greatly  reducx 

ones  ability  to  see 
detail 


2 


m 


Portable  Lighting  Demonstration  Cabinets 


VOCATIONAL  WORK 


PERSONAL  demonstration  and  mail  campaigns  may  be  used 
to  show  how  good  lighting  and  its  benefits  apply  to  optome¬ 
trists,  oculists,  doctors,  architects;  building  contractors,  engineers, 
etc. 


DIRECT  BY  MAIL  CAMPAIGN 

THE  local  publicity  committee  should  be  so  organized  as  to  be 
able  to  give  helpful  suggestions  to  the  subscribers  to  the  com¬ 
munity  activities.  The  Joint  Committee  has  available  the  serv¬ 
ices  of  a  staff  of  expert  letter  writers  which  may  be  made  available 
in  the  preparation  of  letters  for  direct  by  mail  advertising,  and 
advertising  copy  bearing  on  any  lighting  subject,  to  reach  any 
particular  class  of  people. 

In  undertaking  work  of  this  nature  no  dealer  should  try  to 
cover  a  larger  group  of  prospects  than  he  is  in  a  position  to  have 
followed  up  by  personal  calls  within  thirty  days.  Much  better 
results  can  be  obtained  from  working  intensively  on  a  group  of 
fifteen  or  twenty  people  who  are  real  prospects  than  on  a  much 
larger  group  with  a  relatively  smaller  number  of  real  prospects  in 
it. 


PROSPECTUS 

Industrial  Lighting 
Campaign 


NEWSPAPER  ARTICLES 

NEWS  material  for  publication  in  the  local  newspapers  should 
be  prepared  by  someone  who  has  had  experience  in  this  kind 
of  work  and  who  has  a  keen  sense  of  news  values.  In  several 
communities  this  is  arranged  by  employing  a  former  newspaper 
reporter  on  a  regular  salary  basis  to  handle  not  only  this  feature 
of  the  publicity  work  but  several  others.  It  is  quite  possible 
that  arrangement  may  be  made  with  a  local  newspaper  reporter 
to  take  on  the  work  involved  in  preparing  the  news  matter  as  a 
side  issue  for  a  smaller  fee.  The  person  selected  should  have  an 
entree  into  the  newspaper  offices  and  should  be  personally  ac¬ 
quainted  with  the  city  editors. 

The  Joint  Committee  for  Business  Development  will  supply 
newspaper  material,  together  with  data  covering  the  more 
interesting  phases  of  lighting  development.  The  Committee  on 
Public  Utility  Information  can  also  be  called  upon  for  assistance, 
in  states  where  they  are  organized. 


s  Money 
Question- 

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PD  ACTIC  AL  ELECTMCAL  NL  W] 


Electrical  Home  Ideas  IVorth 
■Money;  They  May  Win  Prize 


The  L*^*»*<>od  E|*ctr*c  Co. 


Can  You  Answer  Ten 

Electrical  Questions * 


CHASE  a1 


SlnWEXlRONEB 

- —  l^r»(  lr - ^ 


WEST  SIDE  ELECTRIC  CO. 


it  fS  chilly 
these  morning * 


The  Coffield 

W  -bmr  Co. 


Western  Electric 

Housekeeping 


A  Gainaday  NOW 

JlCU  As  Low  as 


CL'ACDaJBprtrrcIf 


Key  to  a  Clear  House 


Greet  Your  Guests 
With  Hoy  a!  Cleanliness 

’-zsSrg.aszxi 


ypy  'Wcfoi'iftis 


Washer 


What  a  Treat! 
Electric  Waffles 


WESTINGHOUSE 


THE  P.  A.  GE1ER  CO. 


Gainaday  Electric  Company 

»  T.ylor  Arx.de  Phone:  CWy  1*33 


4> 


Typical  Electrical  Pages  Used  in  Newspapers 


NEWSPAPER  ADVERTISING 

IT  is  anticipated  that  a  large  part,  if  not  all,  of  the  space 
necessary  for  newspaper  advertising  will  be  donated  by  those 
subscribers  to  the  local  activity  who  have  regular  contracts 
for  space.  In  this  way  the  actual  cost  of  the  space  used  will  be 
considerably  less  than  if  the  space  were  purchased  at  non-contract 
rate. 

The  preparation  of  the  advertisements  themselves  should  be 
handled  by  some  organization  or  individual  who  has  had  experience 
in  newspaper  advertising. 

Sufficient  space  should  be  used  to  get  favorable  attention,  and 
equal  treatment  in  the  matter  of  space  used  should  be  accorded  to 
those  newspapers  which  give  an  equal  amount  of  news  space  in 
support  of  the  community  activities. 

The  entire  newspaper  advertising  for  any  single  activity  should 
be  prepared  well  in  advance  to  insure  a  comprehensive  treatment. 
Where  the  local  situation  demands  it  changes  in  the  copy  should 
be  made  from  time  to  time.  The  Joint  Committee  for  Business 
Development  will  be  glad  to  make  suggestions  and  supply  some 
material  for  this  type  of  advertising. 


c. Announcim 


THE 


Cleveland  Electrical  Development  Campaign 

Under  The  Direction  of 

ELECTRICAL  LEAGUE 

Through  a  broad  minded  spirit  of  co-operation,  developed  and  fostered  by  the  Electrical 
League,  the  members  of  the  electrical  industry  in  Cleveland  have,joined  together  in  a 
constructive  movement  to  extend  its  usefulness  to  the  community. 

To  accomplish  this  aim,  The  Cleveland  Electrical  Development  Campaign  is  now  being 
launched,  providing  an  intensive  educational  program  for  the  improvement  of  standards  of 
service  and  business  methods  within  the  industry,  and  for  the  further  enlightenment  of  the 
public  on  the  advantages  to  be  derived  from  the  proper  use  of  electricity  in  the  factory, 
office,  store  and  home. 

The  following  outline  of  the  various  activities  already  scheduled  show's  the  importance 
and  scope  of  this  program. 


An  Industrial  and  Commercial 
Lighting  Exhibit 

A  demonstration  of  up-to-date  methods  of  illumination  will  be 
given  at  an  Industrial  and  Commercial’ Lighting  Exhibit,  to  be 
held  over  a  period  of  three  months,  at  the  Electrical  League. 
The  advantages  to  be  derived  from  proper  lighting  will  be  dem¬ 
onstrated  and  explained  to  facnry  executives,  superintendents 
and  foremen,  and  also  store  and  office  executives’. 

Model  Electrical  Homes 

To  show  the  public  how  electriciry  can  be  used  to  best  advan¬ 
tage  in  the  home,  three  model  electrical  homes,  ranging  in  value 
from  $15,000  to  $70,000  will  be  built  in  various  parts  of  the 
city  and  opened  for  inspection  1  hese  houses  will  demonstrate 
the  many  ways  in  which  electricity  can  contribute  to  the  attrac¬ 
tiveness.  comfort  and  convenience  of  the  modern  home. 

An  Electrical  Scholarship 
Contest  for  School  Students 
To  stimulate  greater  interest  in  electricity  among  the  younger 
generation,  a  practical  electrical  course  will  be  given  in  one  of 
the  daily  papers.  The  course  will  consist  of  30  lessons,  at  the 
completion  of  which  an  examination  will  be  held.  The  first 
prize  w  ill  be  free  tuition  in  Case  School  of  Applied  Science  for 
the  full  term  of  four  years. 

Educational  Publicity 

In  addition  to  advertising  featuring  the  above  activities  of’the 
Electrical  League,  educational  publicity  will  be  run  regularly 
in  the  electrical  pages  of  the  daily  papers,  to  give  the  public 
helpful  hints  and  information  on  how  to  buy  and  use  all  kinds 
of  electrical  equipment  for  residential,  commercial  and  indus¬ 
trial  purposes. 


Educational  Meetings 
for  Electrical  Men 

A  comprehensive  schedule  for  educational  work  among  elec¬ 
trical  men  has  been  mapped  out.  All  men  engaged  in  the  elec¬ 
trical  business  in  Cleveland  will  be  invited  to  attend  meetings 
at  the  Electrical  League,  at  which  subjects  of  common  interest 
will  be  openly  discussed  Addresses  will  also  be  given  by  well 
known  men  who  will  impart  valuable  information  along  tech¬ 
nical  and  business  lines. 

A  School  for 
Electrical  Salesmen 

To  develop  more  and  better  salesmen  for  the  electrical  industry, 
a  Sales  School  has  been  opened  at  the  Electrical  League.  An 
intensive  course  in  the  fundamentals  of  salesmanship  and  busi¬ 
ness  efficiency  is  offered  on  a  basis  which  is  making  it  possible 
for  many  young  men  to  learn  while  thev  earn 
Better  Accounting  for 
Electrical  Contractors  and  Dealers 

In  line  with  other  educational  work  to  help  electrical  men  im¬ 
prove  their  merchandising  and  business  methods  a  plan  to  help 
the  less  informed  adopt  a  modern  system  for  keeping  accounts 
will  soon  be  put  in  operation 

Electrical  Directory 

To  make  available  in  one  convenient  source  detailed  informa¬ 
tion  on  where  all  kinds  of  electrical  equipment  can  be  pur¬ 
chased.  a  directory  of  350  Cleveland  electrical  concerns  is  be¬ 
ing  compiled,  listing  the  name,  location  and  branch  of  business 
of  each  fii*m.  A  complete  list  of  all  electrical  goods  manufac¬ 
turers  will  also  be  included. 


This  constructive  program  has  been  made  possible  by  the 
operation  of  the  following  firms  representing  all  branches 
land:  manufacturers,  jobbers,  contractors,  dealers  and  the 


ABC  Appliance  Co. 

A.  B  Di>  Nat.  Screw  it  Tack  Co. 
The  -Adapt  i  Co. 

Ajax  Electric  Co 
American  Steel  it  W'ire  Co. 

Ape*  Electrical  Distributing  Co. 
Art  Metal  Manufacturing  Co. 

A.  it  W.  Elecinc  Sign  Co. 

Berg -Clark  Electric  Co. 

Wm  Bonkos.sk, 

Bnte-Lite  Electric  Co. 

Brookins  Co. 

Brookl)n  Electric  Co 
Buchan  Electric  Co. 

Buckeye  Lamp  Div  of  G.  E.  Co. 
Cartyon  Electnc  Co. 

Central  Electnc  Co. 

Chicago  Fuse  Manufacturing  Co. 
Citizens  Electnc  Construction  Co. 
City  Electnc  Co 
Clark  Electnc  Winng  Co. 
Cleveland  Armature  Works  Co. 
Cleveland  Electnc  Illuminating  Co 
Cleveland  Electncal  Supply  Co, 
Cleveland  Switchboard  Co. 
Cleveland  Washing  Machine  Co. 


Colonial  Lamp  Div  o!  G.  E  Co. 
Continental  Electric  Co. 

Correct  Electric  Co. 

Crescent  Brass  it  Mfg  Co. 
Cutler-Hammer  Mlg  Co. 
Cuvahoga  Power  Supplies  Co. 

A  C  Day  Electric  Co 
Denzel  Electric  Co. 

Delco  Light  Product.  Co. 
Dingle-Clark  Co. 

Doan  Electnc  Co. 

Domestic  Electnc  Co 
Duboy  Electric  Co. 

J  J  Dunn 

Eagle  Electric  &  Supplv  Co. 
Economy  Fuse  it  Mlg  Co 
Edison  Electnc  Appliance  Co. 
Electnc  Supply  Co. 

Electnc  Necessities  Co 
Elect  nctl  Distributor*  Co. 

Electnc  Construction  it  Sales  Co. 
Electnc  Fixture  it  Appliance  Co. 
Electncal  Manufacturing  Co. 
Electnc  Vacuum  Cleaner  Co..  Inc. 
Elliott  Electnc  Co. 


Enterprise  Elec  Const  it  Fie  Co 
Euclid  Ave  Electric  Fixtures  Co 
Emer  Electric  Co. 

Euclid-Doan  Electric  Co. 

Fairbanks.  Morse  it  Co. 

Fitch  Electric  Co 
Frankel  Light  Co. 

P  A  Gcier  Co 
General  Electnc  Co 
Gtadis  Electric  Co. 

Grant  Electric  Co 
Haas  Electric  Sales  Ctr. 

Hamilton  Co 
Harnngton  Electric  Co. 

Hausmann  Electnc  Co 
Hibbard  Company 
Hilts  Electnc  Co 
Home  Electric  it  Fixture  Co. 

Home  Commutator  Co. 

Hough  Elecinc  Co. 

I vanhoe- Regent  Works  ol  G.E  Co. 
Thru  B  Jamison  Co. 

Kavline  Co 
Kerber  Electnc  Co. 

Kinney  it  Levan  Co. 


(inancial  support  and  unselfish  co- 
of  the  electrical  industry  in  Cleve- 
lighting  company. 

Co. 


Lakewood  Electrn 
John  C.  Laturell 
Leonard  Electnc  Mlg  Co. 
Light  House  Co 
Ludwig,  Hommel  it  Co. 
Luetkemeyer  Co. 

Malone.  G  W 
Martien  Electnc  Co 
McN'emev  Electric  Co 
Merrell-Sharp  Electnc  Co 
Modern  Household  Sales  Co. 
Model  Electric  Co. 

Morreau  Co. 

I  T  Moyer  Electnc  Co 
National  Telephone  Supply  Co. 
Newman-Stern  Co. 

O'Bnen.  J.  V. 

O'Neil.  R.  J 
Oden  Electnc  Co 
Ohio  Elecinc  it  Controller  Co 
Ohio  Motor  Washer  Co. 

Parker  Electnc  Co. 

Perme  Electric  Co. 

Pfahl  Electric  Co. 

Plating  it  Rcfimshing  Co. 


.  Co. 


Progressist  Fixture  it  Br> 
Raymond  Electric  Co 
Reliance  Electric  it  Eng  Co. 
Republic  Electnc  Co. 

Reserve  Electnc  Co 
Rogers  Thor  Electric  Co. 

John  A  Rocblmg>  Sons  Co 
Scott-Ullman  Co 
Service  Electric  Co 
Shelbv  Lamp  Div  ol  G.  E  Co. 
Silver-.Morgensir rn  it  Co. 

Sterling  Lamp  Div  of  G.  E.  Co. 
Sterling  it  Welch  Co. 

Sunbeam  Lamp  Div  of  G.  E  Co. 
Supenor  Electnc  Co. 

H train  Thomas. 

United  Elec.  Fut.  it  Supplv  Co. 
Van  Ali-Colling»  Co. 

Wallene  Fnginecnng  Co. 

Western  Electnc  Co 
Weatinghouse  Electric  it  Mlg  Co. 
Westmghouse  Lamp  Co. 

West  Side  Electnc  Co. 

Whitmer  Electric  Co. 

Geo.  Worthington  Co. 


Fall  detail*  concerning  any  of  the  abooe  actiinties  can  be  secured  at  the  Club  Rooms  of  the  Electrical  League ,  Top  Floor,  Hotel  Statler 


Facsimile  of  Announcement  Advertising  Program  of  Local 
Business  Development  Activities 


iaw&r  Cbsf  of  Prodaalion-jF^er^cck/efffs  gl 
tfqfher  Qualify  Qoods-Resutt  From  Proper  Ugh  ftp# 

ELECTRICAL  LEAGUE -STATLER  HOTEL 


Illumminated  Sign  Board  Located  in  the  Busiest 
Down-Town  Section 


OUTDOOR  ADVERTISING 


IT  is  anticipated  that  where  a  campaign  is  carried  on  in  a 
larger  community  one  or  more  of  the  subscribers  will  be  using 
bill-board  space  or  mural  advertising,  which  can  be  donated  to 
feature  the  activities  engaged  in.  Attractive  art  designs  and  a 
special  outdoor  advertising  program  will  be  provided  upon  request 
to  the  Headquarters  of  the  Joint  Committee  for  Business 
Development. 


AD 


IMPRINTED  MESSAGES 


SLOGANS,  pertinent  phrases,  and  special  copy  may  be  used  for 
monthly  imprinting  on  stationery,  billheads,  post  cards, 
envelopes,  etc.,  of  the  individual  subscribers  to  the  movement. 
In  the  activities  in  a  number  of  cities  the  imprint  space  on  the  face 
of  the  postal  card  used  by  the  Light  &  Power  Company  for  its 
monthly  billing  was  found  to  be  of  great  value.  An  envelope 
stuffer  may  be  used  by  arrangement  with  the  local  telephone 
company  in  all  of  its  billing. 

Slogans  similar  to  the  following  were  used:  “Visit  the  Modern 
Electrical  Home — Address — Date,”  “Progressive  Merchants  Build 
Business  with  Right  Lighting,”  “Lower  Cost  of  Production — 
Fewer  Accidents — Higher  Quality  Goods — Result  from  Proper 
Lighting,”  etc. 


Imprint  Space  on  Lighting  Company’s  Monthly 
Post  Card  Bill  Used  to  Advertise  Local  Business 
Development  Activities. 


PROGRESSIVE  MERCHANTS  BUILD  BUSINESS  WITH  RIGHT  LIGHTING 


Imprinted  Messages  Used  on 
Letterheads  and  Envelopes 


ELECTRIC  COMPANY 

483  Broadway 


THEATRE  SPECTACLES 


OUGGESTIONS  for  spectacular  lighting  features  in  local  thea- 
O  ters  and  motion  picture  houses  will  be  furnished  from  the 
Headquarters  of  the  Joint  Committee  for  Business  Development 
on  request.  It  is  possible  that  arrangements  can  be  made  with 
the  manager  of  local  motion  picture  theaters  for  a  prologue  which 
might  be  termed  a  pageant  of  light.  In  this  way  a  large  number 
of  people  may  be  educated  on  the  proper  application  of  good 
lighting  in  any  or  all  of  the  several  lighting  fields  by  showing 
either  the  difference  between  good  and  bad  lighting  or  by  sug¬ 
gesting  the  wonderful  possibilities  that  come  from  a  more  com¬ 
plete  and  extensive  use  of  lighting. 


HOME  LIGHTING  MANUAL 

THERE  is  in  course  of  preparation  at  the  present  time  an  in¬ 
struction  book  on  home  lighting  which  will  be  available  for 
distribution  by  dealers,  contractors,  lighting  companies,  jobbers, 
manufacturers,  clubs,  etc.,  at  a  very  nominal  cost. 

This  book  will  be  profusely  illustrated  and  will  contain  definite 
suggestions  with  regard  to  intensities,  maintenance,  arrangement, 
selection  of  fixtures,  decorative  possibilities,  lighting  the  work¬ 
shops  of  the  home,  and  similar  items  of  interest  to  the  renter  and 
the  home-owner  alike. 

It  will  also  be  to  the  advantage  of  the  local  organization  in  each 
community  to  arrange  for  the  distribution  of  this  home-lighting 
manual  as  a  part  of  the  activities  described  herein. 


Traveling  Demonstration  Equipment  Used  to  Illustrate 
Lectures  on  Lighting 


LECTURES 


ARRANGEMENTS  may  be  made  for  the  presentation  of 
popular  lectures,  either  by  a  local  representative  of  the  elec¬ 
trical  industry  or  by  a  travelling  lecturer,  before  local  business 
clubs,  schools  and  other  organizations. 

This  may  be  something  in  the  nature  of  a  rather  spectacular 
lecture-demonstration,  for  which  the  necessary  equipment  to  il¬ 
lustrate  the  fundamental  principles  of  lighting  may  be  obtained 
by  arrangement  with  the  Headquarters  of  the  Joint  Committee 
for  Business  Development. 


CONCLUSION 

RESULTS  TO  BE  EXPECTED 

THERE  are  four  fundamental  functions  in  selling,  three  of 
which  can,  to  a  material  extent,  be  furthered  or  accom¬ 
plished  in  the  electrical  industry  by  such  an  activity  as  the 
Business  Development  movement.  These  are  as  follows: 

i .  Commanding  the  attention  of  the  buying  public. 

2.  Creating  an  interest  in  electrical  products  through  edu¬ 
cation. 

3.  Creating  a  desire  to  have  electrical  products. 

All  of  these  will  be  accomplished  by  the  work  outlined  here¬ 
with. 

The  fourth  function  of  selling  is  that  of  making  the  individual 
sale.  This  can  never  be  covered  by  co-operative  development 
work,  but  only  by  the  efforts  of  the  individual  retailer  who  must 
tie-in  with  the  general  program  to  the  extent  that  he  can  say, 
“Here  is  the  article  you  desire,  of  the  highest  quality,  etc.” 

The  Business  Development  activity  has  been  built  by  the 
Joint  Committee  for  Business  Development  upon  the  four  funda¬ 
mentals  mentioned  above.  The  first  three  have  been  intensively 
covered  and  the  last  one  can  be  measured  only  by  the  effort  of  the 
individual  subscriber  over  a  relatively  longer  period  of  time. 


ENDORSEMENT-  CO-OPERATION 


AT  the  invitation  of  the  National  Electric  Light  Association, 
-  members  of  various  electrical  organizations  and  branches  of 
the  electrical  industry  met  with  the  Association’s  officials  on 
January  9th,  1922,  to  consider  the  organization  of  a  combined 
movement  for  Business  Development. 

This  was  enthusiastically  endorsed  and,  realizing  that  con¬ 
certed  action  is  essential,  the  Joint  Committee  for  Business 
Development  was  organized  with  headquarters  at  the  offices  of 
the  National  Electric  Light  Association. 

The  electrical  organizations  and  the  leaders  of  the  electrical 
industry  are  earnestly  co-operating  in  this  movement  which  has 
for  its  purpose  no  less  an  object  than  to  Electrify  America. 

GUIDE  BOOKS 

The  activities  of  the  Joint  Committee  for  Business  Develop¬ 
ment  are  at  present  grouped  under  five  general  headings,  or  sub¬ 
jects.  Each  subject  is  the  title  of  a  Guide  Book.  Chapter  1  of 
each  Guide  Book  has  been  issued  in  booklet  form,  as  follows: 

Guide  Book  I — Organization 

Chapter  1 — General  Outline 

Guide  Book  II — Lighting 

Chapter  1 — General  Outline 

Guide  Book  III — Appliances 

Chapter  1 — General  Outline 

Guide  Book  IV — Wiring 

Chapter  1 — General  Outline 

Guide  Book  V — Industrial  Power 
Chapter  1 — General  Outline 


Chart  of  Activities 

of  the 

Business  Development  Movement 


JOINT  COMMITTEE  for  BUSINESS  DEVELOPMENT 

Representing 

Elect.  Contractors  Electrical  Jobbers 

Elect.  Dealers  Elect.  Manufacturers 

Central  Stations  ; 


HEADQUARTERS 

ORGANIZATION 


LOCAL  ACTIVITY 

6y 

Elect.  Contractors  Elect.  Jobbers 
Elect.  Oealers  Elect.  Manufacturers 


Central  Stations 


- 


9 


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